If you’re a creative director in advertising, building productive relationships with music composers is a MUST.
After all, music plays a crucial role in elevating a brand’s message and connecting with the audience on an emotional level. Whether it’s a catchy jingle or an atmospheric soundscape, music can turn a standard ad into something unforgettable.
In fact, studies show that 65% of major agencies welcome composers as prominent contributors during the beginning stages of developing ads.
But what if you keep running into some of the common pitfalls of partnering with composers, such as crossed signals or constant revisions?
It can be tough to try to make someone see your vision to a tee – which can become exhausting.
But at the end of the day, both parties need to collaborate effectively to create impactful work, balancing creativity with the commercial goals of the project.
Here are some key strategies for developing a successful partnership between a creative director and a music composer:
One of the first steps in any project is to break down the creative brief – a thorough understanding of the project's objectives and the story behind the advertisement ensures that the music aligns with the overall vision.
This brief should include the following:
Furthermore, both the creative director and composer need to dissect the brief together, asking questions, seeking clarity, and discussing how music can enhance the narrative. This ensures everyone starts from the same page.
When you communicate a clear vision for your ad, the composer can tailor the music to match the tone, pacing, and mood of the visuals.
At Viral Music, we know from experience how important it is to become involved with ad campaigns from the very beginning – the earlier we know what the creative director is trying to capture, the better we can be of service.
We’ve learned that when advertising agencies do not have the budget to partner with composers as early on as needed, they end up using stock libraries which do not convey the desired emotion accurately. Having a composer working on the brief can enhance these emotions, which will connect more deeply with the audience.
Understanding the client’s brand is crucial for crafting a musical piece that fits their identity. Both the creative director and composer should have a firm grasp of the client’s brand voice, core values, and long-term vision.
When a composer truly understands the brand, they can create music that resonates with its personality—whether it’s playful, elegant, adventurous, or nostalgic. The creative director plays a crucial role here, as they act as the bridge between the client’s desires and the composer’s creativity. Both parties should take time to align on these aspects before diving into the creative process.
This is why we emphasize the importance of the composer/creative director relationship in the early stages of building ad campaigns – not only does it enhance the ad, it strengthens these relationships, which benefits both parties in the long-run.
For example, we at Viral Music have established relationships with ad agencies who usually contact us from the early stages of their ad campaign development. This way, we can get a head start on cultivating the most impactful musical backdrops for these campaigns.
It’s essential for both the creative director and the composer to understand the target audience. The music should be designed to appeal to the demographic the ad is speaking to. Whether it's millennials who resonate with fresh, edgy sounds or older generations who appreciate timeless melodies, the music must speak the audience’s language.
You will often have insights into what kind of music resonates with your target market, while the composer’s expertise lies in translating that into a sonically engaging experience. Aligning on the audience's preferences ensures the music enhances the ad's emotional and cultural appeal.
Using music references is a highly effective way to streamline communication and ensure both parties are aligned on the project's musical direction. References give composers a concrete sense of what the creative director envisions, from genre to tempo, instrumentation, and mood.
However, it's important that both parties understand these references as starting points, not restrictions. While references can clarify expectations, it’s essential to leave room for the composer to bring their unique interpretation and creativity to the project.
Therefore, these references should be offered during the inception of the campaign ideas, rather than after the advertisement has already been made. Otherwise, the composer could end up feeling like they need to make music that sounds too similar to the reference idea, rather than going in their own innovative direction. Furthermore, composing pieces which sound too similar to music references could result in copyright infringement.
Trust between the creative director and composer is key to developing a strong working relationship. You need to trust that the composer understands the brief and will deliver something that enhances the project, while the composer must trust that you will provide clear guidance and respect their creative input.
Great compositions often require multiple drafts and iterations, and trusting the process helps both parties remain patient and open to adjustments. When trust is present, there’s greater freedom to experiment, take creative risks, and explore ideas without fear of judgment.
Deadlines are an inevitable part of the advertising world. You and the composer need to be aligned on the project timeline and understand how to work efficiently without sacrificing quality. Time management is crucial, especially when multiple stakeholders—such as clients, agencies, or other production teams—are involved.
You should set realistic expectations and deadlines, while the composer needs to plan their work process to ensure timely delivery. Buffer periods for revisions and feedback cycles should be accounted for, so deadlines don’t feel like last-minute pressure cookers.
Clear and open communication is the backbone of any successful relationship between a creative director and a composer. Frequent check-ins, progress updates, and honest conversations help both parties stay aligned and avoid surprises late in the process. If there are any changes in direction, adjustments to the brief, or emerging client feedback, it's important to relay that information quickly and clearly.
For composers, it’s equally important to communicate their ideas, challenges, and needs during the process. Whether it’s seeking clarification on a reference or flagging technical constraints, open communication ensures smooth collaboration.
It’s especially helpful when you have some musical knowledge to be able to communicate properly with composers. For example, if you’re looking for broken chords, you could say that you’re looking for arpeggios.
This kind of connection was particularly helpful to us when we collaborated with the car brand Lincoln – they were able to express how they wanted an element in the music that can resemble the motor of the car to drive the spot forward, and we were able to capture this essence successfully after taking this direction by adding a moving bass line that feels like the engine of a Lincoln:
Feedback is also an essential part of any creative process, but handling it well requires mutual respect and open-mindedness. You need to offer feedback to fine-tune the music. It’s important for the composer to take this feedback in stride, recognizing it as part of the process rather than a critique of their abilities.
On the flip side, you should give feedback in a constructive and respectful manner. Being specific about what’s working or what needs to change helps guide the composer toward a solution rather than leaving them guessing.
Music doesn’t exist in isolation in an advertisement. It must work in harmony with the visuals, voiceovers, sound design, and other elements of the production. Therefore, you and the composer need to collaborate with the broader production team—editors, sound designers, animators, etc.—to ensure all the components of the ad integrate smoothly.
Strong collaboration with the entire team ensures that the music serves the bigger picture. From early concept discussions to final mixing stages, the more integrated the collaboration, the more cohesive and powerful the final result.
Seems like a lot of work?
Well, maybe at first. But you can’t expect anyone to understand your mindset right away.
The more you utilize these strategies, the better you can fine-tune the process of joining forces with music composers to turn your advertisements into meaningful experiences.
Plus, in the end, successful ads are the result of strong creative partnerships that bring out the best in each other’s talents.
For this reason, it helps to know your options. After all, every composer has their own unique gifts.
Our exceptional composers embody a diverse array of styles, methods, and experience – so if you’re ready to find the perfect partnership, get a head start by exploring our roster HERE!
